I build resilient measurement architectures, automated SQL pipelines, and multi-touch attribution models so growth teams can stop guessing and start scaling.
Transforming fractured, multi-channel ad data into single-source revenue truth.
Deep-dive implementations solving real-world marketing data challenges.
Problem: Apple's Safari ITP was enforcing a strict 24-hour cookie limit, instantly breaking multi-touch attribution for returning users.
Solution: Engineered a secure HTTP tracking architecture using Cloudflare Tag Gateway and Stape.io to bypass client-side JavaScript restrictions.
Problem: Client-side tracking is bleeding data due to ad blockers, skewing executive dashboards.
Solution: Reconciled 50,000 backend server logs against front-end events to expose a 36% data loss, tracing the suppression back to specific privacy browsers.
Problem: Default last-click reporting incorrectly credited $0 to every paid social channel.
Solution: Built a custom SQL attribution engine directly within the data warehouse, exposing a $412K misattribution error and mapping true TOFU performance.
Problem: Executives paused a $150k/month budget due to a severe data mismatch between Marketing (GA4) and Sales (CRM).
Solution: Engineered a deterministic SQL Identity Graph to connect raw web logs directly to CRM data, eliminating a massive Cartesian explosion error.
The complete marketing data lifecycle: From raw pixel collection to executive boardroom insights.
Extracting raw data from fragmented ad platforms, CRMs, and web analytics. Building automated, normalized SQL schemas in BigQuery to create a single source of commercial truth.
Designing resilient event taxonomies and server-side pipelines. Bypassing Safari ITP and ad-blockers using Cloudflare, sGTM, and Conversion APIs for lossless data collection.
Moving beyond flawed last-click reporting. Engineering multi-touch attribution models, deterministic identity graphs, and LTV forecasts to prove the true ROI of top-of-funnel marketing.
Translating complex data warehouse models into clear, automated executive dashboards. Giving C-suite leaders the visual clarity needed to confidently allocate high-scale ad budgets.
If you need support with GA4/sGTM setup, data reconciliation, SQL-based attribution analysis, or BI dashboards, send me a message.